Audience response measurement methods and apparatus

ABSTRACT

Audience response to a presentation is measured by a method involving establishing a plurality of circuits through the audience, providing the audience members with switch means operable by the member for switching a respective circuit and making the presentation to the audience with the members then operating their respective switch means during the presentation at a rate estimated to reproduce the predetermined constant rate. Thereafter, during the presentation, the switching of each of the circuits caused by each of the members is recorded, and the recorded rate is then compared with the predetermined constant rate so as to derive from the difference between these rates a measure of audience response to the presentation. Apparatus of the invention includes a plurality of circuits through the audience, and a plurality of switch means each connected with corresponding ones of the circuits and each operable by an audience member for switching the corresponding circuit, the rate of switch operation being at a rate determined by the member to reproduce a predetermined constant rate of switch operation. The apparatus includes a device such as a strip chart recorder which is responsive to the switching of each circuit for determining the actual rate of switch operation during the presentation.

United States Patent [1 1 Friedman [4 1 Dec.4, 1973 AUDIENCE RESPONSEMEASUREMENT METHODS AND APPARATUS Warren W. Friedman, 705 Olive St., St.Louis, Mo. 63101 22 Filed: Sept. 29, 1972 21 App]. No.: 293,466

[76] Inventor:

[5 6] References Cited UNITED STATES PATENTS 2,547,074 4/1951 Cirlin346/74 E 2,712,976 7/1955 3,034,500 5/ 1962 3,378,194 4/1968 3,390,3976/1968 Friedlander 346/33 ME Primary Examiner-Stephen J. TomskyAttorneyPeter S. Gilster et a1.

[57] ABSTRACT Audience response to a presentation is measured by amethod involving establishing a plurality of circuits through theaudience, providing the audience members with switch means operable bythe member for switching a respective circuit and making thepresentation to the audience with the members then operating theirrespective switch means during the presentation at a rate estimated toreproduce the predetermined constant rate. Thereafter, during thepresentation, the switching of each of the circuits caused by each ofthe members is recorded, and the recorded rate is then compared with thepredetermined constant rate so as to derive from the difference betweenthese rates a measure of audience response to the presentation.

Apparatus of the invention includes a plurality of circuits through theaudience, and a plurality of switch means each connected withcorresponding ones of the circuits and each operable by an audiencemember for switching the corresponding circuit, the rate of switchoperation being at a rate determined by the member to reproduce apredetermined constant rate of switch operation. The apparatus includesa device such as a strip chart recorder which is responsive to theswitching of each circuit for determining the actual rate of switchoperation during the presentation.

6 Claims, 5 Drawing Figures RECORDING i4 MEANS PATENTEU 41975 SHEET 1 OF2 RECORDING MEANS FIG.

9 3 mm 2 33 G S m V/N 7 R .A 2 m W a 8 2 R E V A 3 3 0% I I l l l lCOMPARATOR 37 '35 Q OOMRARATOR SHORT SHEET 2 OF 2 PATENTED BEE 4|973EWUWWL FIG.5

AUDIENCE RESPONSE MEASUREMENT METHODS AND APPARATUS BACKGROUND OF THEINVENTION This invention relates to methods and apparatus for measuringthe audience response to a presentation made to the audience, and moreparticularly to such methods and apparatus providing a quantitativemeasurement of such response in a highly objective rather thansubjective manner.

Heretofore, systems have been proposed in which the members of anaudience are provided with suitable devices for signalling theirsubjectively determined reaction to a performance during the course ofits presentation to the audience. Typically, for example, members of theaudience register varying degrees of interest or disinterest, approvalor disapproval or similar personal reaction to a presentation such as aradio or television program. In one such prior art system, individualmembers of the audience are provided with individual switch boxes, eachhaving a plurality of switches connected in a resistance network. One ofthe switches is depressed to indicate the members degree of interest ina presentation. The responses of the individual members are weighedtogether by detection of changes in resistance of the network and theresults recorded on a strip chart as evidence of the overall audiencedegree of interest.

In another prior art system in which each member of the audiencesimilarly has a switch box with a plurality of switches to indicatedegree of interest or enjoyment the audience members are periodicallysignalled to operate their switch boxes and the overall of net result ofthe operation of all the switch devices is recorded on a chart or recordto provide indication of overall subjective reaction of the audience atperiodic intervals.

These and other prior art systems have, in general, been characterizedby operation in response to a subjective determination by members of theaudience of their own extent of pleasure, enjoyment or interest in apresentation. Such a subjective indication is not genuinely oraccurately determinative of how audience members react psychologicallyor'naturally to media presentations and is, in fact, only a qualitativeindication of audience response to the presentation. In contrast, thepresent invention provides highly objective determination of audienceresponse to a presentation and can be used to quantitatively measure, onan accurate statistical basis, the audience response to thepresentation.

In a way much more efiective than prior art systems, the inventionallows, for example the determination and quantitative prediction ofwhich of a series of shows, films or other presentations will be mostinteresting and pleasing to a mass audience; or which portions orsegments of a presentation will be most interesting or pleasing to amass audience. Moreover, the invention allows statistical determinationand quantitative predictions of which kinds of persons will like ordislike a particular show, film or other presentation, or even aparticular portion or segment of the show, film, or other presentation.

The invention involves the measurement, in efi'ect, of time as it isperceived or sensed by members of the audience. The invention takesintoaccount the fundamental difierence between real or clock time andhuman psychological time, i.e., ones sense of time.

This difference is that the passage of real time is characterized by aconstant and invariable rate, while the sense of time (i.e., the passageof time as it is perceived) is subject to variation according to onesinvolvement or interest in an activity. Thus, each of us experiences orsenses time differently so that one may upon occasion say that time haspassed swiftly while upon another occasion one may say that time hasdragged by. That is to say, ones estimation or sense of time varies,whereas real or clock time is invariable and constant. We commonly sensethat time has passed swiftly for us when we are engaged in interestingor pleasing mental or physical activities. Conversely, we sense thattime has passed slowly for us when engaged in uninteresting ordispleasing mental or physical activities.

When members of an audience are exposed to a presentation such as a showor film, their perception of the passage of time depends on whether theyfind the presentation pleasing or interesting as compared withdispleasing or uninteresting. In accordance with the invention, thisperceived passage of time (i.e., .human time as compared with clocktime) is quantitatively measured and utilized as a measure of theaudience response to the presentation.

The invention is thus to be contrasted with the prior art of which thefollowing US. Pats. are representative:

3,319,254; 3,328,803; 3,399,271; and 3,502,813.

SUMMARY OF THE INVENTION Among the several objects of the invention maybe noted the provision of improved methods and apparatus for measuringaudience response to a presentation made to the audience; the provisionof such methods and apparatus in which the audience response to thepresentation is objectively and statistically determined rather thansubjectively and qualitatively determined; the provision of such methodsand apparatus which do not require subjective decision making on thepart of members of the audience whose response to the presentation isbeing measured but which instead provide for quantitative measurement ofaudience response; the provision of such methods and apparatus providingfor comparison of the audience response to various portions or segmentsof a presentation and providing for indication of changes in audienceresponse during the course of a presentation; the provision of suchmethods and apparatus permitting comparison between the response ofdifferent groups of an audience to which a presentation is made; and theprovision of such methods and apparatus which are relatively simple,straightforward in use, and which provide dependable results.

Briefly, a method of measuring audience response to a presentation madeto the audience which is preferred involves first establishing aplurality of circuits through the audience, then providing members ofthe audience with respective switch means, each of which is operable bythe members for switching a respective one of the circuits. The audienceis then said to be time standardized" by demonstrating to the audiencemembers prior to the presentation a predetermined constant rate ofoperation for the switch means. Following the demonstration and prior tothe presentation,the members then operate for a preselected period oftime (such as minutes) their respective switch means at a rate estimatedby them to reproduce the predetermined rate of operation. During thisperiod of time, the switching of each of the circuits is recorded (as bymeans of an event recorder) so as to record a pre-presentation rate ofoperation of the respective switch means. The presentation is then madeto the audience, the members of the audience then operating theirrespective switch means during the presentation, again at a rate ofoperation estimated by them to reproduce the predetermined rate ofoperation. Also during the presentation, the switching of each of thecircuits is also recorded. Thus, there is recorded a during-presentationrate of operation of the respective switch means. Finally, the recordedprepresentation rate of operation is compared with theduring-presentation rate in order to derive from the difference betweenthese rates a quantitative measure of audience response to thepresentation.

Such a method requires apparatus comprising a plurality of circuitsthrough the audience and a plurality of switch means such as individualpush-button switches for members of the audience, each connected with acorresponding circuit. Each of the push-buttons is operable by a memberof the audience for switching corresponding circuits and is operated bythe audience member at a rate of operation determined by the member toreproduce the predetermined constant rate of operation. Means such as amulti-channel event recorder is responsive to the switching of each ofthe circuits, thereby providing for determination of the rate ofoperation of the switch means during the presentation.

Other objects and features will be in part apparent and in part pointedout hereinafter.

BRIEF DESCRIPTION OF THE DRAWINGS FIG. 1 is a schematic representationof audience response-measuring apparatus of the invention;

FIG. 2 is a depiction of a portion of a strip chart produced by an eventrecorder forming part of the FIG. 1 apparatus and useful in explainingthe invention;

FIG. 3 is a block diagram of an alternative embodiment of the systemuseful for obtaining a record of an average response to a presentationmade to the audience;

FIG. 4 is a block diagram of another embodiment of the system useful fordetermining changes in audience response throughout the presentation;and

FIG. 5 is a block diagram of yet another embodiment of the system usefulfor comparing the response of different groups of an audience to whomthe presentation is made.

Corresponding reference characters indicate corresponding partsthroughout the several views of the drawings.

DESCRIPTION OF THE PREFERRED EMBODIMENTS Referring now to the drawingsand more particularly to FIGS. 1 and 2, apparatus according to a firstembodiment of the invention, designated generally by the referencenumber 1, includes a plurality of circuits 3 ex-. tending through anaudience 5 of several person before whom will be made a mediapresentation, such as a television production, a motion picture filmsegment or selection, or any other medium as to which it is desiredtoevaluate audience reaction or response. Thus it will be understood thatindividual members may be seated at positions such as thoserepresentatively indicated at 7.

Each such circuit 3 may consist of a pair of leads and is interconnectedwith a pushbutton switch 9 operable by a member at one of the positions7. For this purpose,

each such switch 9 is enclosed in a suitable enclosure 11 or may bemounted in an arm of the chair, etc., so as to-be readily depressed bythe audience member. The switches 9 may each be of a normally open,momentary-close type, for example, so as to momentarily complete orotherwise switch the circuit 3 with which it is interconnected.

It will be seen that each switch 9 corresponds with one of the circuits3 and is operated by a member of the audience 5 at a rate of operationdetermined by the respective member to reproduce a predetermined rate ofoperation. Such operation is explained herein below.

Interconnected with each of the circuits 3 at a suitable remote locationis a means 13 which is responsive to the switching of each of thecircuits for providing determination of the rate of operation of theseveral switches 9 during the presentation. Means 13 advantageously maycomprise, as represented, a multichannel event recorder for recordingthe switching of each of circuits 3 as a function of time. The eventrecorder 13 may be of a conventional strip chart type with the circuitsconnected to respective input channels collectively represented at 14and adapted to produce on a strip chart 15 or recording material such aspaper a record of the switching in each circuit 3 resulting fromoperation of the respective pushbutton switch 9.

Referring to FIG. 2, a length of the strip 15 is enlarged to show traceson the strip corresponding to each of circuit 3. For example, a trace 16includes marks 17 or other suitable indications which are made by theevent recorder in response to operation of one of switches 9 by anaudience member, a mark 17 being recorded each time the switch 9 isdepressed. A second trace 19 includes marks 20 indicating each operationof the respective switch 9 by another member of the audience. Only twoof the several traces have been illustrated for simplicity.

Because it is the operation, i.e., depressing, of each switch 9 ratherthan the duration of its operation which is recorded, the switches 9 maybe regarded as impulse devices. That is, their operation provideimpulses and it is these impulses which are recorded.

Also recorded on strip 15 are the marks 21 of a time trace 23corresponding to clock time. Such marks 21 indicate intervals of timesuch as each minute, 10 minutes, fifteen minutes and so forth, as may beappropriate. There may instead be vertical lines on strip 15 which, withknowledge of the linear speed at which the strip moves, serve toindicate the passage of clock time. Such lines or time trace 21 areuseful for determining not only the average rate of operation of theindividual switches 9 but also changes in the rate of switch operationduring the course of the presentation. Provision may be included forrecording also on the strip 15 the time of day.

Operation of the apparatus for the purpose of measuring audienceresponse to a presentation made to the audience involves a methodinvolving first establishing the circuits 3 through the audience to whomthe presentation is to be'made and providing members of that audiencewith the switches 9 so that each such switch can be operated by a memberof the audience for switching a respective one of the circuits.

Random sampling of the response of audience members may be sufficient.In that case, only certain members of a relatively large audience mayactually operate switches interconnected by means of circuits 3 withrecorder 13. However, if desirable, each member of such a large audiencemay have a switch to operate with some of the switches then beingdummies and not interconnected through a circuit 3 to recorder 13.

Regardless of the size of the audience 5 or the number of members whoseresponse to a presentation (as manifested by operation of the switches9) is actually recorded, the present method preferably includes the stepof time-standardizing the audience prior to making the presentation.That is to say, the audience is given a specific time interval (e.g., 15seconds) as a standard unit. This interval is suitably demonstrated tothe members of the audience and they are instructed that the interval isto be reproduced by operation of their respective switches 9. Suchdemonstration may involved simply having the audience members operatetheir switches in unison on command at the predetermined constant rate.In this way the audience is given a feel for the given interval such as15 second (providing a switch operation rate of 4 times per minute).

The audience members are then asked to reproduce this same interval(i.e., the predetermined constant rate of operation which wasdemonstrated) for a preselected period such as 10 or minutes. Thisreproduction period is not revealed to the audience, lest the membersdetermine just how many switch operations would be necessary to give aperfect rate of operation if averaged over the period. During thisreproduction period, the switching of circuits 3 is recorded by recorder13. In this way, the strip chart is used to determine, and provides arecord of, a pre-presentation rate of operation for each member of theaudience who is operating one of the switches interconnected withrecorder 13. Similarly, a rate of operation which is average for aportion of the audience, or even for the entire audience, can bedetermined.

The presentation, e.g., film or television program segment, etc., isthen made to the audience, the audience members having first beeninstructed to operate their switches 9 while watching and listening thepresentation so as to reproduce during the presentation the predetermindconstant rate of operation (i.e., so as to reproduce the given intervalof 15 seconds, for example). Thus the audience members operate theirswitches at a rate estimated by the members to reproduce thepredetermined rate previously demonstrated to them. As the presentationtakes place, recorder 13 is operated to again record the switching ofthe circuits 3. In effect, this records a during-presentation rate ofoperation of the respective switches 9 by the audience members as theyendeavor to reproduce the predetermined rate. The recording is teminatedafter a length of time (such as 10-15 minutes) again not previously madeknown to the audience.

Having thus recorded rates of switch operation for each of theparticipating audience members under both pre-presentation andduring-presentation conditions, the rates for each member (or for themembers averaged together) are then compared. From the difference tireaudience when averaged together) of response to the presentation.

For example, study of the strip chart produced by recorder 13 may revealthat the pre-presentation rate of switch operation for one of themembers was 5.3 operations (or impulses)/min. as compared with apredetermined constant rate of 4 operations/min. previously demonstratedto the audience. The during-presentation rate for that member may be 6.2operations/min. or a difference of 0.9 operations/min. (or 17 percentfaster) as compared with the pre-presentation rate for that member. Thisindicates that the member was relatively uninterested in thepresentation and so tended to operate his switch at a greater rate. Thatis to say, time seemed to pass slowly for this individual during thepresentation and his under-estimation of the switch operation intervalreflects this.

Another member of the audience may operate his switch during thepresentation at a rate such as 35 percent slower than hispre-presentation rate, indicating a considerable degree of interest inthe presentation. In other words, time seemed to pass relatively quicklyfor this person and he tended to over-estimate the switch operationinterval. The comparison between prepresentation and during-presentationrates may be made in other ways as well as in accordance with the use tobe made of the data.

In any event, the results of the recording during the presentation (asreflected by a switch operation rate expressed in terms of clock time)represent a variable which is compared with a pre-presentation rate(also expressed in terms of clock time) which is representative of thehuman sense of time of the participating audience members. Thus, eachmember's own sense of time, in effect, becomes a constant to which thevariable is compared.

It should be noted that the pre-presentation switch operation rates forall of the participating audience members may be averaged together toprovide a single figure to which is compared an average of theduringpresentation switch operation rate for all such members. Wherelarge members of persons are so participating, the recorder 13 mayadvantageously be constituted by a computer of sufi'icient size tohandle the required calculations involved in making averages of theswitch operation rates. Thus, the results may be calculated byappropriate digital or analog techniques and printed out by thecomputer. It will be apparent, of course, that the average switchoperation rate for any member or for the audience as a whole may beexpressed either in terms of operations per unit of time or in terms ofthe average interval (i.e., the period) between operations. I

In FIG. 3, the invention is depicted as an embodiment in which anaveraging means 25 is included as part of the apparatus. Means 25 may beany suitable analog or digital calculating device which is responsive tothe switching of each of circuits 3 by operation of switches 9 and fromsuch switching provides an output signal which is the average rate ofswitching of all of the circuits 3. This signal is supplied to a stripchart recorder 27 of the type providing a trace whose position along they-axis (i.e., transverse to the direction of movement of the stripchart) varies as a function of the amplitude of the input signal.

A two-position switch 28 permits switching the output signal to one orthe other of two of the recorders input channels. Thus the strip 29 mayhave a first trace 30a recording the average rate of switching prior toa presentation and can be rolled back to have a second trace 30brecorded thereon representing the average rate during the presentation.A time trace 23 may be provided as before, or grid lines on the stripmay serve as a record of clock time passage when the strip linear speedis taken into consideration.

Another possible embodiment is represented in FIG. 4 wherein thecircuits 3 are interconnected to each of a pair of averaging means 31and 33 of the same type as that in FIG. 3. Here the first averagingmeans 31 determines the average switching rate over or with respect to arelatively long time base (such as several minutes), providing an outputsignal representative of this long-term average, while the secondaveraging means 33 determines the average switching rate over, i.e.,with respect to, a shorter time basis such as one minute or so, andprovides an output signal representative of the short-term average.These two output signals may be compared by a conventional comparator 35(such as of the linear integrated circuit type). The results of suchcomparison are indicated by a meter 39 which may provide simply a orindication as shown.

This arrangement serves to indicate changes in audience response asthese changes occur during a presentation. That is, any short-termchange in average response, such as increased interest (resulting in adecreased switching rate), is compared with the longterm averageresponse, would be indicated by meter 37. Short-term increased interestin the presentation would be indicated by a reading and short-termdecreased interest would be indicated by a reading. Of course, it willbe seen that the long-term average with which the short-term average iscompared may be that determined from previous audiences or may even bean arbitrarily established long-term average, i.e., a constant. Othervariations of this embodiment providing comparison of averages havingdifferent time bases are also possible. Of course, recording by means ofa chart recorder as in FIG. 3 or an event recorder as in FIG. 1 mayadditionally be employed.

FIG. represents another embodiment of the invention for comparing theresponse of two subgroups A and B of audience 5, both subgroups beingpresented with the same presentation as here represented by a singlemotion picture screen 38. Switches 9, operated by members of subgroup A,are interconnected by leads 3 with a first averaging means 25 andswitches 9, operated by members of subgroup B, are interconnected byleads 3' with a second averaging means 25' identical to means 25. As inthe embodiment of FIG. 3, each of means 25 and 25' supplies an outputsignal which is a function of the average rate of switching of therespective switches 9 and 9'. These two output signals are compared bycomparator 35. Meter 37' provides a relative indication of which of thetwo subgroups A and B has a great (or lesser) switching rate and therebyindicating which group shows less (or greater) interest in thepresentation.

This embodiment makes possible the comparison of audience membersgrouped according to various criteria, such as age, occupation, income,sex, inter alia. Thus, aduience members of a first age group mayconstitute subgroup A and those of a second age group may constitutesubgroup B. During a presentation, it

may be noted which of the two subgroups shows greater interest,enjoyment,'etc., in a particular segment of a presentation.Additionally, the results of the averaging may be recorded, if desired,as in FIG. 3 or the actual switching may be recorded as in FIG. 1 toprovide a permanent indication or further analysis of audience memberresponse.

The present invention may be used to great advantage in comparing onemedia presentation with another presentation. Thus, the averageswitching rate may be determined for the audience when presented with afirst program and can be compared with the average rate determined forthe same audience when presented with a different second program. Ofcourse, such average rates may be compared with the average obtainedduring the audience standardizing during which the audience membersendeavor to operate at a demonstrated preselected switching rate in theabsense of any presentation.

The invention makes possible also the detection of patterns of audienceinterest or disinterest occurring during a presentation. Thus, duringone segment of a presentation, the audience members may overimpulse,i.e., operate their switches at a relatively high average rate resultingfrom underestimation of the proper switch operation interval. Thisevidence that, for such audience members, time is passing relativelyslowly and who are, therefore, relatively disinterested in (or are notenjoying) the segment. During another segment, the audience mayunderimpulse. That is, the members may overestimate the proper switchinginterval and thus produce a relatively low average rate of switchoperation. This is evidence that, for such members, time is passingrelatively quickly. Such members are, therefore, relatively interestedin (or are enjoying) the segment.

In view of the above, it will be seen that the several objects of theinvention are achieved and other advantageous results attained.

As various changes could be made in the above constructions and methodswithout departing from the scope of the invention, it is intended thatall matter contained in the above description or shown in theaccompanying drawings shall be interpreted as illustrative and not in alimiting sense.

What is claimed is:

1. A method of measuring audience response to a presentation made to theaudience, comprising:

establishing a plurality of circuits through the audience;

providing members of the audience with respective switch means, eachsaid switch means being operable by the member for switching arespective one of the circuits;

making said presentation to the audience, said members of the audienceoperating their respective switch means during the presentation at arate of operation estimated by said members to reproduce a predeterminedconstant rate of operation for each switch means;

recording during the presentation the switching of each of said circuitscaused by said members of the audience thereby to record the rate ofoperation of the respective switch means during the presentation; and

comparing the recorded rate of operation of the respective switch meanswith said predetermined constant rate thereby to derive from thedifference between the recorded and predetermined rates a measure ofaudience response to the presentation. 2. A method of measuring audienceresponse as set forth in claim 1 further comprising demonstrating tosaid members of the audience prior to the presentation saidpredetermined constant rate of operation for each switch means.

3. A method of measuring audience response as set forth in claim 1comprising recording also the passage of clock time during saidpresentation and comparing the recorded clock time with the recordedrate of operation of the respective switch means thereby to measurechanges in audience response occurring during the presentation.

4. A method of measuring audience response as set forth in claim 1wherein:

following said demonstrating and prior to making said presentation, saidmembers of the audience operating for a preselected period of time theirrespective switch means at a rate of operation estimated by said membersto reproduce said predetermined rate;

recording during said period the switching of each of said circuitsthereby to record a pre-presentation rate of operation of the respectiveswitch means; and

comparing the recorded pre-presentation rate of operation with said rateof operation recorded during said presentation thereby to derive aquantitative measure of audience response to the presentation.

5. A method of measuring audience response as set forth in claim 1further comprising averaging the rate of switching of a plurality ofsaid circuits thereby to determine the average rate of operation of saidswitch means by a corresponding plurality of said audience members.

6. A method of measuring audience response to a presentation made to theaudience, comprising:

establishing a plurality of circuits through the audience;

providing members of the audience with respective switch means, eachsaid switch means being operable by the member for switching arespective one of the circuits;

demonstrating to said members of the audience prior to said presentationa predetermined constant rate of operation for each switch means;

following said demonstrating and prior to said presentation, saidmembers operating for a preselected period of time their respectiveswitch means at a rate estimated by said members to reproduce saidpredetermined rate;

recording during said period the switching of each of said circuitsthereby to record a pre-presentation rate of operation of the respectiveswitch means;

making said presentation to the audience, said members of the audienceoperating their respective switch means during the presentation at arate of operation estimated by said members to reproduce saidpredetermined rate;

during the presentation recording the switching of each of said circuitsthereby to record a duringpresentation rate of operation of therespective switch means; and

comparing the recorded pre-presentation rate with the recordedduring-presentation rate thereby to derive from the difference betweenthe compared rates a quantitative measure of audience response to thepresentation.

1. A method of measuring audience response to a presentation made to theaudience, comprising: establishing a plurality of circuits through theaudience; providing members of the audience with respective switchmeans, each said switch means being operable by the member for switchinga respective one of the circuits; making said presentation to theaudience, said members of the audience operating their respective switchmeans during the presentation at a rate of operation estimated by saidmembers to reproduce a predetermined constant rate of operation for eachswitch means; recording during the presentation the switching of each ofsaid circuits caused by said members of the audience thereby to recordthe rate of operation of the respective switch means during thepresentation; and comparing the recorded rate of operation of therespective switch means with said predetermined constant rate thereby toderive from the difference between the recorded and predetermined ratesa measure of audience response to the presentation.
 2. A method ofmeasuring audience response as set forth in claim 1 further comprisingdemonstrating to said members of the audience prior to the presentationsaid predetermined constant rate of operation for each switch means. 3.A method of measuring audience response as set forth in claim 1comprising recording also the passage of clock time during saidpresentation and comparing the recorded clock time with the recordedrate of operation of the respective switch means thereby to measurechanges in audience response occurring during the presentation.
 4. Amethod of measuring audience response as set forth in claim 1 wherein:following said demonstrating and prior to making said presentation, saidmembers of the audience operating for a preselected period of time theirrespective switch means at a rate of operation estimated by said membersto reproduce said predetermined rate; recording during said period theswitching of each of said circuits thereby to record a pre-presentationrate of operation of the respective switch means; and comparing therecorded pre-presentation rate of operation with said rate of operationrecorded during said presentation thereby to derive a quantitativemeasure of audience response to the presentation.
 5. A method ofmeasuring audience response as set forth in claim 1 further comprisingaveraging the rate of switching of a plurality of said circuits therebyto determine the average rate of operation of said switch means by acorresponding plurality of said audience members.
 6. A method ofmeasuring audience response to a presentation made to the audience,comprising: establishing a plurality of circuits through the audience;providing members of the audience with respective switch means, eachsaid switch means being operable by the member for switching arespective one of the circuits; demonstrating to said members of theaudience prior to said presentation a predetermined constant rate ofoperation for each switch means; following said demonstrating and priorto said presentation, said members operating for a preselected period oftime their respective switch means at a rate estimated by said membersto reproduce said predetermined rate; recording during said period theswitching of each of said circuits thereby to record a pre-presentationrate of operation of the respective switch means; making saidpresentation to the audience, said members of the audience operatingtheir respective switch means during the presentation at a rate ofoperation estimated by said members to reproduce said predeterminedrate; during the presentatIon recording the switching of each of saidcircuits thereby to record a during-presentation rate of operation ofthe respective switch means; and comparing the recorded pre-presentationrate with the recorded during-presentation rate thereby to derive fromthe difference between the compared rates a quantitative measure ofaudience response to the presentation.